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A kaleidoscopic view on

ageing in India

What India’s seniors


want

A Report by: AZ Research Partners


Private Limited, India
December, 2011

www.azresearch.in
People in India are living longer

India had 98 million elderly citizens in 2011 and overall life


expectancy is on the rise

Total  Elderly  Popula/on  (In  Millions)  


120  
CAGR  12.5%  over  last  century   (7.9%)   98  
100  
76  
80  
55  
60  
44  
40   33  
14   18   20   25  
20   12   13   13  

0  

1901  

1911  

1921  

1931  

1941  

1951  

1961  

1971  

1981  

1991  

2001  

2011  
2001-­‐05   2006-­‐10   2011-­‐15   2011-­‐15   2016-­‐20   2021-­‐26  
Life  expectancy  of  males   63.8  y   65.8  y   67.3  y   67.3  y   68.8  y   69.8  
Life  expectancy  of  females   66.1  y   68.1  y   69.6  y   69.6  y   71.1  y   72.3  

3   Source:  Census  of  India,  NSSO  &  The  Hindu  quo;ng  a  report  by  the  UN  Popula;on  Fund  &  HelpAge  India   www.azresearch.in
Population of seniors is poised to grow

India will have ~ 118 million senior citizens by 2016 as average


life expectancy will cross 70 years by then

Age  (In   2001   2006   2011   2016   2021   2026   Pop  


yrs)   (Mln)  

60-­‐64     26  
Projected   to  grow  27  
@  CAGR  47.1%   32   40   48   57  

65-­‐69     21  
Projected   to  grow   @  CAGR  49.2%  24  
23   29   36   44  

70-­‐74     Projected  
16   to  grow  
17  @  CAGR  51.4%  
19   21   25   32  

75-­‐79     5  
Projected  to  grow  
12   @  CAGR  25.2%  
13   15   17   21  

80+     3  
Projected  to  grow   10  
5   @  CAGR  16.2%   13   17   20  

Old  Age  Dependency   1991   2001   2006   2011   2016   2021   2026  
%  popula/on  of  age  
10.6   11.9   12.4   13.2   14.6   16.7   19.2  
60+  yrs  of  age  15-­‐59  yrs  

4   Source:  Census  of  India  projec;ons   www.azresearch.in


Penetration of India’s senior population
is also increasing

Decreasing mortality and fertility rates have resulted in higher


penetration of 60+ yrs population

Senior  Popula/on  penetra/on  vs.  TFR  &  CDR  

TFR   Crude  Death  Rate   %  Seniors  

12   10.7 Nett nett, senior population


9.3
10   8.3 penetration is going to reach
6.9 7.5
8   unprecedented levels in the long-term
7.5 7.3 7.2 7.1 7.2
6  
2.9   2.6   2.3   2.2   This will have socio-cultural
4   2  
2   ramifications that the Indian society
0   will need to be prepared for
2001-­‐05  

2006-­‐10  

2011-­‐15  

2016-­‐20  

2021-­‐25  

5   Source:  Census  of  India  projec;ons   www.azresearch.in


AZ Research Partners survey of seniors

  AZ Research conducted a research for a white paper on 50+ year old


population in India

  The research covered senior citizens of age 51-65 years with net worth
of Rs. 2 Crore or more
  The research explored the life needs of senior citizens

  Research geographies were:


  North – Delhi NCR, Chandigarh UT, Ludhiana, Dehradun, Lucknow, Jaipur
  East – Kolkata
  West – Mumbai, Ahmadabad
  South – Bangalore, Chennai, Hyderabad

  Findings reveal what types of supports seniors require

6   Source:  AZ  Research  Primary  survey   www.azresearch.in


 
Research Design

Methodology :
Quantitative through Structured interviews conducted face to face at respondents’ households

Target Audience :
Age 55-65 years, SEC A only
Net worth: Either self or spouse owns bank balance, investments & property worth > Rs. 1 Crore

Centers & Sample size :


City Class City No. of SIs
Metros Delhi NCR (Plus Gurgaon, Noida, Faridabad, Ghaziabad) 200
Mumbai UA (Plus Navi Mumbai, Thane, Vasai-Virar, Bhiwandi, Panvel) 200
Bangalore UA (Plus Hosur) 200
Kolkata 200
Non metro Chandigarh UT 40
Ludhiana 40
Dehradun 40
Lucknow 40
Jaipur 40
Total 1000

7   www.azresearch.in
Flow of findings

• Socio economic trends


1

• Security needs
2

• Healthcare needs
3

• Lifestyle aspirations
4

8   www.azresearch.in
100% of seniors surveyed are literate

However, larger proportion of younger seniors with net worth > 2 Cr are
just SSC/ HSC educated
Base  All  
Value  in  %  
Gender   Metro/Non  Metro   Age  

Baseà 1000 875 125 800 200 142 615 243


100%
90% 14 14 13
20 22 21 21 21
80%
70% 36
60% 52
50% 58 69 56 56
63 6 65
40%
30% 3
20% 4 45 4 5
3 2 32 1
10% 18 14 18 17
11 13
0%
All Male Female Metro Non Metro 51 - 55 Yrs 56 - 60 Yrs 61 - 65 Yrs

Graduate/ post graduate professional Graduate/ post gradute general


Some College (incl. Diploma) but not Grad SSC/ HSC

11   Source:  AZ  Research  Primary  survey   www.azresearch.in


 
Income levels are on the rise over years

8-9 out of every 10 seniors is working


Younger senior has an average net worth of ~ INR 3.13 Crore vis-à-vis a
young-old senior at ~ INR 2.89 Crore & 60+ senior at ~ INR 2.24 Crore

Non
Working Status All Male Female Metro 51-55 y 56-60 y 61-65 y
Metro
Working 78 77 79 78 78 94 84 51
Retired 22 23 21 22 22 6 16 49

All Values in INR 51-55yrs 56-60yrs 61-65yrs


Last salary drawn by self 84,113 71,190 78,741
Last salary drawn by spouse 1,93,732 6,54,268 64,208
Financial investments (self/spouse) 1,20,00,000 61,71,265 33,00,700
Value of property owned 1,90,00,000 2,20,00,000 1,90,00,000
Total net worth 3,12,77,845 2,88,96,723 2,24,43,649

All Male Female Metro Non Metro


Total net worth 2,79,43,806 2,88,02,144 2,35,10,455 3,06,60,496 2,78,41,421

12   Source:  AZ  Research  Primary  survey   www.azresearch.in


 
Joint families are giving way to nuclear
families … more seniors are living alone
3 out of every 10 seniors are living alone … higher in metros as compared
to non metros. Older seniors are visited by their children less often

Non
All Male Female Metro 51-55 y 56-60 y 61-65 y
Metro
Base 1000 875 125 800 200 142 615 243
Average no. of family
3.0 2.7 4.1 1.6 3.2 2.9 2.8 3.4
members at home
Family Type
Living with children 67 65 77 17 74 58 64 80
Living with spouse 12 10 18 15 11 13 10 16
Living Alone 21 25 6 68 15 29 26 4

Frequency of visit by
All Male Female Metro Non Metro 51-55 y 56-60 y 61-65 y
children/ grand children
3 / 4 times in a year 1 15 53 29 16 27 15 20
Twice a year 17 15 33 12 16 27 18 14
Once a year 30 31 13 18 31 15 38 22
Once in 2 / 3 years 33 36 0 35 34 23 30 43
Less often than once in 3 y 3 3 0 6 3 8 0 2

13   Source:  AZ  Research  Primary  survey   www.azresearch.in


 
Over time, seniors are starting to live
alone at an earlier age …
More and more younger seniors are starting to live alone and the younger
they are, the earlier they have started living alone …

Value in % All Male Female Metro Non Metro 51-55 y 56-60 y 61-65 y

Average age (in yrs) 58.9 59.1 57.1 58.8 59.0 55.0 58.0 63.4

No. of yrs living alone 13.5 13.7 13.1 17.7 12.8 16.1 10.7 18.7

Thus age at which


45.4 45.4 44 41.1 46.2 38.9 47.3 44.7
started living alone …

14   Source:  AZ  Research  Primary  survey   www.azresearch.in


 
Seniors living alone are comparatively
younger and have higher net worth
Higher proportion of seniors living alone are working and own property
Value of property owned by seniors living alone is more than twice that of
others

Living with Living with


All Living alone
children spouse
Base 1000 670 117 213
Average age (In years) 58.9 59.2 59.5 57.5
Average no. of family members 3.0 3.8 2.0 1.0
Working Status (%)
Working 78 77 65 82
Retired 22 23 35 18
Net worth (In Rs.)
Last salary drawn by self 74,860 59,543 1,91,026 59,230
Last salary drawn by spouse 4,45,488 3,34,749 16,22,783 1,47,136
Financial investments for self & spouse 64,23,458 64,82,421 69,66,846 59,39,507
Value of property owned 2,10,00,000 1,80,00,000 1,40,00,000 3,50,00,000
Total net worth 2,79,43,806 2,48,76,713 2,27,80,655 4,11,45,873

15   Source:  AZ  Research  Primary  survey   www.azresearch.in


 
Over the years, seniors living in single
independent/ rented house has increased
Not only are seniors living alone, but also living in single independent
houses, where they are cut-off from immediate contact with a society

Base  All  
Value  in  %  
Metro/Non  Metro   Gender   Age  

Baseà   1000   875   125   800   200   142   615   243  


100% 6 3 2 6 6 5 8
90% 15 18 22 14 8
16 15
80% 34 16
70% 23 20 20
22 26
60% 38
50% 17 16
40%
30% 68
56 59 59 54
20% 46 38 44
10%
0%
All Metro Non Metro Male Female 51 - 55 Yrs 56 - 60 Yrs 61 - 65 Yrs

Single Independent/ Rented house within a suburban locality - no associations or welfare bodies
Single Independent/ Rented house within a urban locality - no associations or welfare bodies
Residential colony/ Society/ Apartment complex within a suburban locality
Residential colony/ Society/ Apartment complex within an urban locality

16   Source:  AZ  Research  Primary  Survey   www.azresearch.in


Younger seniors display lesser satisfaction
with living conditions vis-à-vis older seniors

Satisfaction with domestic servants is lowest amongst the youngest


seniors (51-55 y) whereas post 60, this evens out

Top two boxes Non


All Male Female Metro 51-55 y 56-60 y 61-65 y
Satisfaction scores Metro
Base 1000 875 125 800 200 142 615 243
Living condition
Current 56 54 66 64 56 57 57 56
Past 42 40 51 51 40 44 43 36
Security Condition
Current 54 52 65 57 54 51 53 59
Past 33 33 36 42 32 33 31 37
Domestic Servant
Current 49 48 53 55 47 43 49 49
Past 22 22 25 33 21 15 27 16

17   Source:  AZ  Research  Primary  survey   www.azresearch.in


 
1 out of every 2 seniors living alone is not
satisfied with current living arrangements
Overall, seniors rate their current living conditions more satisfying than 5
years back. Seniors living with spouse are relatively more satisfied with
their current living arrangements

Living with Living with Living


Value in Rs. Overall
children spouse alone
Base 1000 670 117 213
Living conditions
% Satisfied with current living conditions – current 56 52 78 ã 58
% Satisfied with current living conditions – past 42 36 54 55
Security
% Satisfied with current security – current 54 52 72 ã 48
% Satisfied with current security – past 33 32 20 42
Domestic servants
% Satisfied with domestic servants – current 49 45 74 ã 46
% Satisfied with domestic servants – past 22 21 7 34

18   Source:  AZ  Research  Primary  survey   www.azresearch.in


 
Shopping, bill payment and gardening are
activities that seniors prefer doing themselves

Activities prefer doing on their own:

Non
Value in % All Male Female Metro 51-55 y 56-60 y 61-65 y
Metro
Base 1000 875 125 800 200 142 615 243
Shopping 66 63 78 60 67 68 67 64
Bill payment 59 59 61 70 58 61 62 51
Gardening work 57 52 77 50 58 61 54 62
Household repairs 36 31 55 47 34 55 38 19
Driving 49 50 43 58 47 52 50 44
Car service 32 36 16 35 31 37 32 28
Doing the dishes 24 24 27 37 22 31 26 16
Cooking 23 21 31 33 22 27 24 20
Ironing clothes 21 16 41 26 20 25 23 14
Cleaning the house 16 14 26 18 16 22 15 15
Washing/ laundering 16 14 26 26 15 24 15 13
Cleaning of toilets 15 13 26 18 15 21 14 14

19   Source:  AZ  Research  Primary  survey   www.azresearch.in


 
However, most other daily activities
seniors do not like doing by themselves
More younger seniors show dislike for having to do cooking, doing the
dishes, car service, household repairs, driving etc on their own

Activities dislike doing on their own:


Value in % All Male Female Metro Non Metro 51-55 y 56-60 y 61-65 y
Base 1000 875 125 800 200 142 615 243
Average time spent daily to
4.6 4.7 3.8 5.3 4.5 5.2 4.0 5.5
complete household chores (hrs)
Cooking 40 44 22 49 38 45 40 35
Car service 35 33 44 49 33 45 35 28
Doing the dishes 34 39 14 46 32 42 32 36
Household repairs 34 39 14 42 33 34 32 39
Driving 32 33 29 33 32 37 31 30
Ironing clothes 30 34 14 27 30 32 28 34
Washing/ laundering 27 30 15 19 28 27 24 33
Gardening work 26 30 8 48 22 28 28 19
Shopping 24 27 16 34 23 27 25 21
Cleaning of toilets 23 27 11 19 24 23 22 28
Cleaning the house 22 24 15 20 22 25 20 24
Bill payment 19 17 27 18 19 27 18 17

20   Source:  AZ  Research  Primary  survey   www.azresearch.in


 
Seniors living with children are more open to
doing chores themselves than those alone
Seniors living alone dislike kitchen chores, car service, housekeeping & even
shopping, while those living with spouse dislike repairs, driving, car service etc

Activities dislike doing on their own:

Living with Living with Living


Value in % All
children spouse alone
Base 1000 670 117 213
Average time spent daily to do household chores (hrs) 4.6 4.4 5.0 4.9
Cooking 40 34 28 63
Car service 35 24 53 59
Small household repairs 34 30 41 41
Doing the dishes 34 29 26 55
Driving 32 25 61 37
Ironing clothes 30 28 33 35
Bill payment 19 19 15 22
Washing/ laundering 27 26 28 30
Gardening work 26 22 18 42
Shopping 24 20 17 43
Cleaning the house 22 19 20 31
Cleaning of toilets 23 21 27 29

21   Source:  AZ  Research  Primary  survey   www.azresearch.in


 
Seniors living alone enjoy their independence
and are well connected by remote means
More younger seniors agree that living alone gives a sense of freedom as
well financial independence

Top two boxes scores All 51-55 y 56-60 y 61-65 y


Base 1000 142 615 243
Life has not changed after 55 – it is just the same 81 91 77 85
I am enjoying living alone/ with my spouse as it gives me
80 92 77 86
independence – I can do whatever I want
I am enjoying living alone/ with my spouse as it gives me financial
68 80 62 76
independence
I am well connected with my children through phone, internet etc 71 75 69 73

22   Source:  AZ  Research  Primary  survey   www.azresearch.in


 
But they find daily routine activities
physically exhausting …
More younger seniors express need for support for carrying out many
daily household chores

2 out of every 3 seniors expresses that they feel low, lonely and resigned

Top two boxes scores All 51-55 y 56-60 y 61-65 y


Base 1000 142 615 243
It is physically exhausting and tiring to live alone as we have to do
79 88 79 73
all household work ourselves
I need support for carrying out many daily household chores 77 88 74 77

23   Source:  AZ  Research  Primary  survey   www.azresearch.in


 
Topmost concern for seniors is their health,
namely physical ability to do daily activities

More older seniors express health related concerns vis-à-vis younger


seniors

Non
Top two boxes scores All Male Female Metro 51-55 y 56-60 y 61-65 y
Metro
Base 1000 875 125 800 200 142 615 243
Health concerns: Feel
79 75 92 62 80 75 76 87
weak and frail
Unable to sustain earlier
17 19 6 19 16 16 19 10
lifestyle
Unable to cope with
loneliness and lack of 2 3 0 13 1 4 3 1
activity
No support for regular
2 3 1 6 2 4 2 2
household chores
Not able to pursue the
0 0 1 0 0 0 0 0
kind of lifestyle I want

24   Source:  AZ  Research  Primary  survey   www.azresearch.in


 
70% of seniors want to move out of town
into a property of their own

Away from the rough and Plans to buy property


tumble of city life … out of town
30%   51%  
No Want to buy
intentions property but
to buy no plans yet
property
Plan to buy
property

19%  

Closer to nature …
Want to stay out of town 51%

All  Figs  in  INR   Total   Metro   Non  metro   Want to buy for investment purpose 33%

Average  Budget   61,20,951 66,86,290 49,01,010 Want better services / facilities 16%

25   Source:  AZ  Research  Primary  survey   www.azresearch.in


 
~90% need a home out of city which is
secure, peaceful & well-facilitated
The research queried seniors on inhibitions about moving to a different
living space or living arrangement
58% responded that they had NO inhibitions in moving to a far-better
living space as it would guarantee the following:

Secure  living  
space  (89%)  

Social  environment   Calm  natural  

ü
(79%)   environs  (83%)  

Desired/  Aspired   Non-­‐medical  care-­‐


lifestyle  (76%)   giving  (81%)  

26   Source:  AZ  Research  Primary  survey   www.azresearch.in


 
Lifestyle is the strongest motivator for
these seniors to seek another home
Research queried seniors on what factors most strongly motivated them to
seek a different living space/ arrangement
Four broad factors were voiced by seniors:

Metros Non metros

Lifestyle  factors   Healthcare  factors   Lifestyle  factors   Healthcare  factors  


(43%)   (29%)   (31%)   (27%)  

Security  assurance   Social  factors   Security  assurance   Social  factors  


(17%)   (11%)   (21%)   (20%)  

Lifestyle factors: Greenery, Open walking area, Driver/ Car rental service, Shops on site,
Attached outdoor area
Health care factors: Good sanitation facility, Medical facility  
Social factors: Premium/ exclusive project, Social environment, Clubhouse

27   Source:  AZ  Research  Primary  survey   www.azresearch.in


They consider security, good sanitation &
access to medical facilities critical in a home
Our research queried seniors on what they want from their living space &
asked them to score the importance of various factors
Base : 900 Findings below … Line is Mean Importance
All figs in percentages Score on 5-point scale

Extremely important Crucial without which I will never buy a flat / house Rating

100 5
90 4.6 4.6 4.5 4.5
4.4 4.4 4.4 4.3 4.4 4.4 4.3 4.3 4.3
4.2 4.1 4.1 4
80 4
70
60 44 38 37 33 32 21 32 3
62 56 48 48 53 49 46 44 36
63
50
40 2
30
44 44 45 44 51 44
20 35 35 38 35 35 41 1
27 30 30 32
10 23
0 0
Good location

Greenery/ Open walking

Interior design

Driver service

Brand image
Shops on site

Social environment

Club house

Club house
Car rental service with
exclusivity of project
Good sanitation facility
Medical facility

Attached outdoor area


Security

Construction quality
Good layout & design of

Premiumness/

driver
House

area

28   Source:  AZ  Research  Primary  survey   www.azresearch.in


 
And demand complete assurance on utilities
and availability of medical facilities
Our research queried seniors on how well-equipped their living space
should be
Base : 900 Line is Mean Importance
Findings below … Score on 5-point scale
All figs in percentages

Extremely important Crucial without which I will never buy a flat / house Rating

100 5
90 4.5 4.5 4.5 4.4 4.3 4.3 4.3 4.2 4.2 4.2 4.2 4.2
80 4.1 4.1 4
3.8 3.9 3.8
70
34 30 37 37
60 62 59 51 46 48 45 38 34 18 3
58 41 25
50 30
40 2
30
48 51 44 44 51
20 38 36 37 41 43 38 43 1
28 29 28 35 34
10
0 0
Medical centre - doctor

Medical Store

Electrical & plumbing


24 hour water supply

Community Hall

Emergency response

Maintenance

Restaurants

House keeping

Car service

Room services

Bath tub
Centralized AC
connection maintenance

Swimming pool
Phone connectivity
24 hour power supply

maintenance
Internet & Cable
maintenance
on call

29   Source:  AZ  Research  Primary  survey   www.azresearch.in


24h power supply & doctor-on-call are
most critical for seniors in metros
Maintenance, Housekeeping & Room services have relatively
higher “crucial” mentions than non metros
Base : Metro Line is Mean Importance
All figs in percentages Score on 5-point scale
Extremely important Crucial without which I will never buy a flat / house Rating

100 5
90 4.5 4.4 4.3 4.3 4.2 4.3 4.2 4.2 4.2
80 4 4.1 4.1 4 4.1 4
3.8 3.9 3.8
70
34 30 37 37
60 62 59 51 48 46 45 38 34 18 3
58 41 25
50 30
40 2
30
48 51 44 44 51
20 36 38 37 41 43 38 43 1
28 29 35 28 34
10
0 0
Medical centre - doctor on

Medical Store

Emergency response

Community Hall

Electrical & plumbing

Maintenance

Restaurants

House keeping

Car service

Room services

Phone connectivity

Internet & Cable connection

Centralized AC

Swimming pool

Bath tub
24 hour power supply

24 hour water supply

maintenance
maintenance

maintenance
call

30   Source:  AZ  Research  Primary  survey   www.azresearch.in


 
Access to medicines & utilities are most
critical for seniors residing in non metros
Community hall, Emergency response, Electrical & plumbing maintenance,
Car service, Restaurants & Phone connectivity have relatively higher
“crucial” mentions than metros
Base : Non metro Line is Mean Importance
All figs in percentages Score on 5-point scale
Extremely important Crucial without which I will never buy a flat / house Rating
100 5
4.8 4.8 4.8
90 4.6 4.5
4.3 4.4 4.3 4.3 4.3
4.2 4.2 4.2 4.1
80 4 4
3.8 3.8
70 61 61 52 32
44 40 38
60 78 51 45 36 35 33 3
84
50 46 28 23
40 2
30
46 51 45 44 44
20 37 37 43 43 36 37 42 37 39 1
29
10 14 20
0 0
Medical centre - doctor
Medical Store

Electrical & plumbing


Community Hall

Maintenance
Car service

Emergency response

House keeping

Room services

Restaurants

Bath tub

Centralized AC
connection maintenance

Swimming pool
24 hour water supply

Phone connectivity
24 hour power supply

maintenance

Internet & Cable


maintenance
on call

31   Source:  AZ  Research  Primary  survey   www.azresearch.in


 
In Summ ….

  India had 98 million elderly citizens in 2011 & will have ~ 118 million senior
citizens by 2016 as average life expectancy will cross 70 years
  1 out of every 3 seniors lives alone
  Seniors living alone enjoy their independence and are well connected by
remote means, but they find daily routine activities physically exhausting …
  More younger seniors show dislike for having to do cooking, doing the
dishes, car service, household repairs, driving etc on their own

  Family systems are not taking care of seniors 24/7


  Most seniors want to move out of town into a property of their own
  Seniors seek a premium living space
  Thus, there is a well-developed need for senior living homes in India

  For 43% seniors in metro and 31% seniors in non metro, lifestyle is the
strongest motivator for seniors to seek senior living homes
  ~ 1580 seniors per metro plan to buy & move to a senior living home in future

33   Source:  AZ  Research  Primary  survey   www.azresearch.in


 
Flow of findings

• Socio economic trends


1

• Security needs
2

• Healthcare needs
3

• Lifestyle aspirations
4

34   www.azresearch.in
Crime rate in India is at an all time high
of 187.6 crimes per lakh population

Between 1999 and 2010, reporting of crimes in India has gone up by 35.6%

Total  Cases  Reported  


8000000  
CAGR  1.9%  
7000000  
6000000  
5000000  

6750748  
6675217  
4000000  

6028781  

5938104  
5733407  
5526528  

5494814  
5344538  
5167750  

5102460  
5026337  
4911730  
3000000  
2000000  
1000000  
0  
1999  

2000  

2005  

2006  

2008  

2009  

2010  
2001  

2002  

2003  

2004  

2007  
35   Source:  Na;onal  Crime  Records  Bureau   www.azresearch.in
Crimes against seniors are on the rise

Over the last decade, crimes against seniors in the metros Delhi, Mumbai
and Kolkata have grown by 55%

Total  Cases  Reported   y  =  -­‐7.2505x2  +  173.96x  +  1324.7  


R²  =  0.99938  
2500  

2000  

1500  

2303  
2252  
2187  
2108  
2013  
1909  
1768  
1000  

1657  
1487  

500  

0  
2005  

2006  

2008  

2009  

2010  
2003  

2004  

2007  

2011  
36   Source:  Na;onal  Crime  Records  Bureau   www.azresearch.in
Seniors are easy targets for abuse &
crime due to their frailty
News Bytes

In April 2012, two men, Sunil Kumar and Arjun Sharma conspired to rob a 70-year-old woman
by blindfolding her & removing her jewellery before stealing money and gold from her almirah.

They were given information about her by a domestic help in the neighbouring house

In June 2012, in two unrelated incidents, 2 senior citizens were found murdered in their
homes. They were staying alone.
  As per Bureau of Police Research & Development, relatives, domestic helps &
It is allegedknown
persons that 40%to
of residents
victims in the locality
commit live alone
around 40%asof their children
crime are settled
against senior
citizens abroad or posted elsewhere in India.

  Others include professional criminals, itinerant salesman & casual labourers/


In September 2012, a senior citizen was robbed of valuables worth 2.5 Lakh by tricksters.
tradesmen engaged by senior citizens
The tricksters posed as cops and stated that they were executing an undergoing
checking ahead as a murder has taken place in the vicinity. 

In October 2012, an elderly woman residing at Manu Cooperative Housing Society at Chedda
Nagar suffered an injury after she was stabbed in her abdomen by an unidentified youth

The youth posed as "courier boy" & knocked on her flat with intention to rob

37   Source:  Bureau  of  Police  Research  &  Development   www.azresearch.in


More & more seniors are living alone as
joint families give way to nuclear families
3 out of every 10 seniors are living alone … higher in metros as
compared to non metros

Non
All Male Female Metro 51-55 y 56-60 y 61-65 y
Metro
Base 1000 875 125 800 200 142 615 243
Average no. of family
3.0 2.7 4.1 1.6 3.2 2.9 2.8 3.4
members at home
Family Type
Living with children 67 65 77 17 74 58 64 80
Living with spouse 12 10 18 15 11 13 10 16
Living Alone 21 25 6 68 15 29 26 4

38   Source:  AZ  Research  Primary  survey   www.azresearch.in


 
And security concerns limit the use of
any external help for daily activities
Most taxing activities are housekeeping, laundering & kitchen maintenance

Activities unable to do through external help because of security concerns:

Top two boxes Non


All Male Female Metro 51-55 y 56-60 y 61-65 y
Satisfaction scores Metro
Base 1000 875 125 800 200 142 615 243
Cleaning the house 55 54 59 ã 57 ã 45 46 56 58
Cleaning of toilets 54 53 61 ã 55 ã 49 49 55 53
Washing/ Laundering 50 49 53 ã 51 ã 45 42 52 49
Ironing clothes 46 46 47 ã 47 ã 43 36 47 47
Doing the dishes 33 35 ã 14 30 45 ã 20 32 42
Bill payment 20 21 ã 12 22 ã 11 8 9 19
Cooking 29 31 ã 13 28 33 ã 18 27 40
Household repairs 27 30 ã 10 26 32 ã 8 27 38
Car service 24 26 ã 12 25 ã 21 9 23 37
Driving 17 18 ã 7 14 28 ã 6 18 22
Gardening work 15 17 ã 2 15 ã 14 6 17 16
Shopping 9 9 ã 6 9 7 1 8 15

39   Source:  AZ  Research  Primary  survey   www.azresearch.in


 
8 out of 10 seniors are concerned about
their at-home security

Satisfaction with security measures Hence, seniors find it unsafe


at home is low to use available help for …

Satisfied
with at- Not Housekeeping and maintenance
home satisfied
security with at-
15% home
security Washing and laundering
85%

Miscellaneous activities such as


bill payment, car service, repairs

40   Source:  AZ  Research  Primary  survey   www.azresearch.in


 
At-home security measures are
considered inadequate ...
4 types of at-home security are deployed by senior citizens who are
able to avail these:

Manpower Infrastructural Pets Other precautions

Discourages intruders Essential barriers Reliable, gives Essential barriers


companionship
However … However … However … However …
  Just a uniformed guard   Cannot ward off   Can be over-   Can be broken
  Often caught napping break-ins by powered by through easily –
  Not well trained determined determined not a guaranteed
  Nor armed enough thieves & burglars thieves & burglars safety measure

41   Source:  AZ  Research  Primary  survey   www.azresearch.in


 
Younger seniors display lesser satisfaction
with at-home security than older seniors

Over time, the overall satisfaction with at-home security has increased

But 1 out of every 2 younger seniors (51-55 y) is not satisfied with current
security levels

Top two boxes Non


All Male Female Metro 51-55 y 56-60 y 61-65 y
Satisfaction scores Metro
Base 1000 875 125 800 200 142 615 243
Security Condition
Current 54 52 65 57 54 51 53 59
Past 33 33 36 42 32 33 31 37
Domestic Servant
Current 49 48 53 55 47 43 49 49
Past 22 22 25 33 21 15 27 16

42   Source:  AZ  Research  Primary  survey   www.azresearch.in


80% seniors are concerned about break-ins
& stealing while actual incidence is 36%

80% seniors are concerned about following crimes:

Break-in Stealing Vehicle theft

  Growing life attacks on   Untrustworthy servants   Car stereos and


senior citizens and errand-runners motorcycles are most
  Incidents of gaining   Aid in stealing cash, commonly prone to
entry with fake identity jewelry, durables and theft
& killing other valuables

Reporting Incidence 35.5%

Seniors display very high fear about these incidents,


highest fear is around “break-ins”

43   Source:  AZ  Research  Primary  survey,  HelpAge  India   www.azresearch.in


Security concerns also cause fear for safety
and damage one’s sense of freedom

Lack of assurance on security thus takes an emotional toll too

More older seniors express fear for safety because of low


confidence in at-home security

Top two boxes Non


All Male Female Metro 51-55 y 56-60 y 61-65 y
Satisfaction scores Metro
Base 1000 875 125 800 200 142 615 243
I feel afraid because I
am unsafe and 21 23 14 22 20 14 22 24
vulnerable
I feel more hesitant and
cautious to step out of
5 5 1 1 10 7 1 8
house freely because of
local reports

44   Source:  AZ  Research  Primary  survey   www.azresearch.in


 
Thus, seniors seek high-end security
systems that structured homes offer ...

Structured and well-guarded homes offer electronic surveillance &


security systems combined with traditional measures – thus offering
guaranteed security

Seniors seek the guaranteed security of structured complexes for


homes as well

45   Source:  AZ  Research  Primary  survey   www.azresearch.in


 
42% seniors rank Security among the top 3
requirements from a living space …
Ranking of parameters sought from a living space:
List of parameters exposed to respondents and respondents forced to rank top 3
parameters considered by them in order of criticality

Rank 3 Rank 2 Rank 1


10 All figs are %
8
13 6
15
17 7
12 8
7 7
14 10 7 3
10 5 9 2
17 2
13 13 9 4 2
7 8 3 9
6 5 5 6
3 3

Open walking
rental service

sanitation

Good location

Construction

Shops on site

Premiumness/

Good layout &

environment

Brand image
Medical facility
Security

Driver/ Car

with driver
Greenery /

facility

exclusivity
Good

quality

Social
design
area

Security is the foremost concern for senior citizens

47   Source:  AZ  Research  Primary  survey   www.azresearch.in


 
There is thus a well-developed need for secure
assisted living homes for seniors in India

The Solution: A secure assisted living home with following


characteristics –

24x7 Security with combination of


ESS & traditional security measures
Care units at assisted living
homes can execute these
Access to care workers who assist
activities & function as secure
in day-to-day activities
living homes for seniors

Maintenance, housekeeping, travel


needs & social needs taken care of
by someone reliable

48   Source:  AZ  Research  Primary  survey   www.azresearch.in


 
In Summ ….

  Crime rate in India is at an all time high of 187.6 crimes per lakh population
  1 out of every 3 seniors in India lives alone - Over last 10 years, % seniors
living alone in the affluent sub-segment has gone up by significant 3%
  Over the last decade, crimes against seniors in the metros of Delhi, Mumbai
and Kolkata have grown by 55%
  8 out of 10 seniors are concerned about their at-home security measures
  6 of 10 seniors do not wish to live in a home that does not have guaranteed
security
  42% seniors rank Security among the top 3 requirements from a living space

  Thus, there is a well-developed need for secure comfort homes for


seniors in India

49   Source:  AZ  Research  Primary  survey   www.azresearch.in


 
Flow of findings

• Socio economic trends


1

• Security needs
2

• Healthcare needs
3

• Lifestyle aspirations
4

50   www.azresearch.in
The survey gauged the following:

Importance  of  holis/c  living  

Assessment  of  Health  seeking  behaviours  

An  overview  of  epidemiology  among  seniors  

Need  gaps  in  health  care  provided  to  seniors  

Wants  &  demands  of  seniors  wrt  health  care  

51   Source:  AZ  Research  Primary  survey   www.azresearch.in


 
Most younger seniors can handle all
basic daily activities without aiding

% who can do following Non


All Male Female Metro 51-55 y 56-60 y 61-65 y
without aiding Metro

Base 1000 875 125 800 200 142 615 243


Bathing 94 94 92 93 94 94 95 90
Dressing 93 93 92 93 93 94 94 89
Toileting 92 92 91 91 92 96 92 90
Transferring 93 93 91 91 93 94 93 90
Continence 93 93 91 91 93 94 94 89
Feeding 92 93 90 91 92 94 92 90

•  Bathing – Sponge bath, tub bath or shower: Receives no assistance or assistance in bathing only 1 part of
body
•  Dressing – Gets clothes and dresses without any assistance except for tying shoes
•  Toileting – Goes to toilet room, uses toilet, arranges clothes & returns without any assistance (may use
cane or walker for support and may use bedpan/urinal at night
•  Transferring – Moves in and out of bed and chair without assistance (may use cane or walker)
•  Continence – Controls bowel & bladder by self (without occasional accidents)
•  Feeding – Feeds self without assistance (except for help with cutting meat or buttering bread)

52   Source:  AZ  Research  Primary  survey   www.azresearch.in


 
Younger seniors have been using in-
house servants for close to 10 years

Non
All figures are Averages All Male Female Metro 51-55 y 56-60 y 61-65 y
Metro

Base 1000 875 125 800 200 142 615 243


No. of in-house servants 1.5 1.6 1.4 1.6 1.4 1.2 1.6 1.6
No. of years since
employment of in-house 7.7 7.7 7.5 7.3 9.9 9.5 7.1 8.4
servants

No. of day servants 2.8 2.9 2.1 3.1 1.2 2.1 2.6 3.6
No. of years since
employment of day 6.5 6.9 4.1 5.9 10.6 6.0 5.0 9.9
servants

53   www.azresearch.in
More than 80% seniors consider ‘holistic
living’ as important
Older seniors give higher importance to ‘holistic living’ as compare to
Base  All   younger seniors
Value  in  %  

Baseà 1000 875 125 200 800 142 615 243

100% 10.0
90% 26 9.0
30
80% 42 7.9 44 7.9 8.1 8.0
43 7.9
51 7.8 7.8 45 7.9
70% 7.4 54 7.0
60% 6.0
50% 54 5.0
40% 65 4.0
43 47 31 41 44
30% 36 3.0
20% 2.0
6
1 12
10% 9 9 10 1 8 7 1.0
1
3 1 10 3
0 1
3 7 1 1
0% 2 2 2 0.0
All Metro Non Metro Female Male 51 - 55 Yrs 56 - 60 Yrs 61 - 65 Yrs
Not at all important Not important Neutral
Somewhat important Very Important Average

54   Source:  AZ  Research  Primary  survey   www.azresearch.in


 
Importance and consideration of holistic
living increases with age
Older seniors give higher importance to ‘holistic living’ as compare to
Base  All   younger seniors
Value  in  %  

% Top 2 box importance of ‘Holistic living’

Baseà 1000 875 125 200 800 142 615 243

90 80
80
67 68 67 66
70 61 64 62 61
57 60 57 59
60 54
47
50 42
40
30
20
10
0
All Metro Non Metro Female Male 51 - 55 Yrs 56 - 60 Yrs 61 - 65 Yrs

Past Current

55   Source:  AZ  Research  Primary  survey   www.azresearch.in


 
Pay offs associated with ‘Holistic living’
are emotional & sensorial in nature
‘Holistic living’ is associated with calm, freshness and fitness

Non
% Associations All Male Female Metro 51-55 y 56-60 y 61-65 y
Metro

Base 1000 875 125 800 200 142 615 243

Calm and serene 21 23 6 22 15 6 20 31


Fresh mind 10 11 3 12 2 3 11 10
Keeps the body fit 10 11 3 9 14 15 7 14
Good life and enjoyment 5 4 10 5 2 8 3 6
Good environment 3 4 0 2 9 2 1 9
Balanced lifestyle 3 3 2 3 0 0 3 4
Satisfaction 3 3 0 2 7 1 3 3
Meditation 2 2 0 1 2 1 0 5
For long life 1 1 0 1 1 0 1 2
More social life 1 1 0 0 1 1 1 0
Positive image in society 0 0 0 0 2 0 0 1
Meeting people 0 0 0 0 2 0 0 1

56   www.azresearch.in
3 out of 4 seniors proactively take up
activities for betterment of health

Very high uptake of health friendly activities by seniors in non metros


compared to metros

% Exercise Exercise What exercises done Metro Non metro


78%
Walking / running 91 87
Yoga 33 80

Do not Free-hand exercises 3 96


exercise Swimming 0 5
22%

Intensity of exercise done Metro Non metro


Metro Non metro Low intensity 21 21
% Exercise 71 94 Moderate intensity 61 74
Frequency 6 days/ week 7 days/ week High intensity 18 5

57   Source:  AZ  Research  Primary  survey   www.azresearch.in


 
1 out of 10 seniors is into sports activities

Among those who are into outdoor sports, there is high uptake of golf
and badminton
Yes
% Play outdoor games
8%

No
92%

Which outdoor games played (%)

Indoor Games played Metro Non metro Outdoor Games played Metro Non metro
Table tennis 48 4 Golf 21 7
Chess - 36 Cricket 4 7
Badminton - 39

58   Source:  AZ  Research  Primary  survey   www.azresearch.in


 
The survey gauged the following:

Importance  of  holis/c  living  

Assessment  of  Health  seeking  behaviours  

An  overview  of  epidemiology  among  seniors  

Need  gaps  in  health  care  provided  to  seniors  

Wants  &  demands  of  seniors  wrt  health  care  

59   Source:  AZ  Research  Primary  survey   www.azresearch.in


 
Seniors visit doctors monthly 3-4 times

Seniors comprise 40% of total patients who present to specialist doctors

1 out of every 2-3 seniors reports back/ joint ache, cardiac ailment and
diabetes – these are the commonest ailments

Self Spouse
82 8182
71
53 49 4546 4746
36 38 3733 3935
1712 2022
1213 1114

Diabetes

Stomach

Stomach
Fever

Back/Joint

Cardiac / BP

ENT

Fever

Back/Joint

Cardiac / BP

Diabetes

ENT
pain

pain
pain

pain
Average Monthly visits Metro Non metro
Self 3.2 3.4
Spouse 3.8 3.6

60   Source:  AZ  Research  Primary  survey   www.azresearch.in


 
Wide ranging ailments are presented to
doctors by these senior patients

Senior patients are classified by their ailment profiles as follows

Short term care Long term care


patients patients

Median patient age 60 years Median patient age 75 years


Require caretaking for 20-30 Require caretaking for more
days followed by recuperation than 3 months

Acute Pains: Head ache, Back Cardiac ailments & procedures


pain, Joint pain like CABG (Bypass)

Chronic Pains: Joint pain, Neurological disorders:


Arthritis Epilepsy

Ortho surgeries: Knee Cerebral events: Cerebral


replacement, Hip replacement thrombosis / Stroke, Head/
Spinal injury, Brain tumour
Neuro-degenerative diseases
like Dementia, Parkinson‘s
Neurovascular diseases –
Alzheimer’s

61   Source:  AZ  Research  Primary  survey   www.azresearch.in


 
2 out of 3 seniors who visit specialists
belong to mid to high income groups

Across strata, among seniors who visit doctors, the average annual
income is INR ~ 6 Lakh p.a.

Income classification Income split (%)


High
Income 80
Low Group 70
Income
27% 60
Group 40
50 30
29%
40
30 15
20 37 15
Mid 33
Income 10 20
10
Group 0
44% Above 10.8 6-10.8 Lakh 2.4-6 Lakh Up to 2.4
Lakh Lakh

High Income Group: More than INR 12 Lakh p.a.


Mid Income Group: INR 2.4 Lakh to 12 Lakh p.a.
Low Income Group: Up to INR 2.4 Lakh

62   Source:  AZ  Research  Primary  survey   www.azresearch.in


 
1/5th seniors who visit specialists for
ailments live alone or with spouse
Both short term & long term care patients have children who are studying or
working. Only 26% respondents surveyed have in-house servants

Family profile Profile of children


120
100 10 15
80 20 STC patients LTC patients
15
60 33 40 No. of children 1–2 1–3
40
20 37 30 Median age 24 yrs 38 yrs
0
STC patients LTC patients
Servants to attend
Living with spouse, children & relatives
Living alone/ with spouse
Living with children STC patients LTC patients
Living with spouse, children & grand children
% Have servants 70% 40%
Only 1/5th have in-house % Have In house
26% 1%
servants to attend to them servants

STC  –  Short  term  care  pa;ents  who  have  undergone  a  procedure  requiring  20-­‐30  days  of  medical  care  &  recupera;on  
LTC  –  Long  term  care  pa;ents  who  require  treatment  for  more  than  3  months  or  having  chronic  ailment  or  lifestyle  disease  
63   Source:  AZ  Research  Primary  survey   www.azresearch.in
 
Different levels of non-medical caretaking
are required among senior patients
1 out of 3 seniors are frail & need assistance for conducting all
daily activities

STC patients LTC patients


Needs no assistance for daily activities 30% 10%
Need aid for dressing, toileting & transferring 15% 15%
Need aid for bathing, dressing, toileting &
transferring 10% 20%

Need aid for bathing, dressing & feeding 15% 20%


Need assistance for all activities 30% 35%

•  Bathing – Sponge bath, tub bath or shower: Receives no assistance or assistance in bathing only 1 part of body
•  Dressing – Gets clothes and dresses without any assistance except for tying shoes
•  Toileting – Goes to toilet room, uses toilet, arranges clothes & returns without any assistance (may use cane or
walker for support and may use bedpan/urinal at night
•  Transferring – Moves in and out of bed and chair without assistance (may use cane or walker)
•  Continence – Controls bowel & bladder by self (without occasional accidents)
•  Feeding – Feeds self without assistance (except for help with cutting meat or buttering bread)

STC  –  Short  term  care  pa;ents  who  have  undergone  a  procedure  requiring  less  than  3  months  medical  care  &  recupera;on  
LTC  –  Long  term  care  pa;ents  who  are  undergoing  treatment  for  a  chronic  ailment  or  lifestyle  disease  
64   Source:  AZ  Research  Primary  survey   www.azresearch.in
 
But usually, nobody is around to take care
of senior patients …

Senior caretaking is usually not feasible in many families


… key reasons being …

Unavailability of Busy work life of


children children

“Patients with cognitive decline “Families are becoming nuclear


whose children stay abroad or who now. If there is an elder in the
has lost his/her spouse do not have family requiring 24 hour care you
anybody to take care” cannot do it as both the husband
“I know few people who are in US , and wife are working”
Singapore they want knee “They usually don’t have
replacement but they said it will be immediate attendant or relatives
very difficult because there is who have enough time to look after
nobody to take care of them” them”

Observations by Healthcare providers

65   Source:  AZ  Research  Primary  survey   www.azresearch.in


 
3 of every 4 senior patients express lack
of support

% Agreement on below statements All 51-55 y 56-60 y 61-65 y

I feel that there is no one to support and take


75 77 78 70
care of me and my spouse

I feel low and miss my earlier life at times 69 67 71 66

I feel disconnected from my family and my


66 66 67 64
children

I feel lonely and resigned about life all the time 68 70 69 63

66   www.azresearch.in
Medical caretaking of seniors requires
specific services and facilities …

Often frequent specialist visits required, which are hassle-


prone or not feasible

Short term care supports Long term care supports

Physiotherapy Hygienic living


environment
Assistive devices Physiotherapy

Nursing Nursing
Medication
management Diet control

Specialist visit Regular check-


ups
Mental support / Recreation
Counseling activities

STC  –  Short  term  care  pa;ents  who  have  undergone  a  procedure  requiring  less  than  3  months  medical  care  &  recupera;on  
LTC  –  Long  term  care  pa;ents  who  are  undergoing  treatment  for  a  chronic  ailment  or  lifestyle  disease  
67   Source:  AZ  Research  Primary  survey   www.azresearch.in
 
Medication and care-giving are critical
gap areas in senior healthcare

Following are the key unfulfilled needs in healthcare of seniors

Unavailability of Did not get good


Lack of caregivers to
medicines response from the
help in conducting
prescribed by insurance company
daily activities
doctor

~1/3rd patients ~1/3rd patients ~1/3rd patients

From CABG From Ortho- From Ortho-


patients surgery patients surgery patients

68   Source:  AZ  Research  Primary  survey   www.azresearch.in


 
But, it is not feasible for current healthcare
system to meet these needs …

“People cannot be dumped in hospitals for a long time with


nobody coming to see them“
“What is needed is integrated medical services, which hospitals
cannot provide over days together”
“We need facilities for complete rehabilitation”
“Basically you need to integrate the psycho social unit because
common reasons are loneliness and depression, old people need
to have more of things like constant bathroom support, lighting,
alarm system…”

Observations by Healthcare providers

Need for Senior healthcare centres that consist of all required facilities
and services for complete rehabilitation & long-term care of senior
patients

69   Source:  AZ  Research  Primary  survey   www.azresearch.in


 
Emerging need for senior healthcare
centres for short term care patients

100%  “cri;cal”  ra;ng   Doctor Private bathroom Physiotherapy Social events Well equipped but homely
Critical

Regular specialist visits Non medical caregivers Quick transfer to nearby private hospital

Nursing Medication management Communal dining Dietician Gymnasium


Important to have

Facilities and services most important in a


75%  

Counseling / Psychiatry
Senior healthcare centre
Desirable

<  33%  

Speech therapy Occupational therapy Hydrotherapy

70   Source:  AZ  Research  Primary  survey   www.azresearch.in


 
Emerging need for assisted living for
long term care patients

100%  “cri;cal”  ra;ng   Doctor Physiotherapy Nursing Private bathroom Medication management
Critical

Non medical caregivers Quick transfer to private hospital Memory care program (dementia)

Landscaped gardens Regular specialist visits Counseling / Psychiatry Dietician

Facilities and services most important in an


Important to have

Communal dining
Assisted living facility
75%  

Well equipped but homely

Social events Speech therapy


Desirable

Occupational therapy
<  33%  

Hydrotherapy

71   www.azresearch.in
60% stakeholders demand assisted living
facilities for short/long-term senior care

%  Demand  voiced  by  medical  fraternity   %  Demand  voiced  by  pa/ents  


Need HCCs Monthly patient nos. Overall STC patients LTC patients
100   10 100  
75  
80   66   8 80   73  
60   60   62  
60   6 6 6 60   50  
5
40   4 40  
3
20   2 20  
0   0 0  
Neurologists  Orthopedic   Cardiologist   Oncologists   Overall   STC  pa;ents   LTC  pa;ents  

72   Source:  AZ  Research  Primary  survey   www.azresearch.in


 
In Summ ….

  1/5th seniors live alone or with spouse


  Average senior earns INR 6 Lakh p.a. à financially stable
  3 out of 4 seniors proactively take up activities for betterment of health
  Seniors visit doctors monthly 3-4 times – 1 out of every 2-3 seniors
reports back/ joint ache, cardiac ailment and diabetes
  1 out of 3 seniors are frail & need assistance for conducting all daily
activities - But usually, nobody is around to take care of seniors …
  Medication and care-giving are critical gap areas in senior healthcare – But,
it is not feasible for current healthcare system to facilitate long stay and
constant care-giving of patients

  Emerging need for senior healthcare centres for short term care
patients and assisted living for long term care patients
  60-75% doctors and 60% patients demand assisted living for short/
long-term senior care

73   www.azresearch.in
Flow of findings

• Socio economic trends


1

• Security needs
2

• Healthcare needs
3

• Lifestyle aspirations
4

74   www.azresearch.in
High net worth seniors spend an average of
Rs.40,752/- on monthly household expenses

Travel expenses have been on the rise over the years – younger seniors
spend more on travel – whereas medical expenses rise with age. Older
seniors spend more on medical care

Non
Value in Rs. All Male Female Metro 51-55 y 56-60 y 61-65 y
Metro
Base 1000 875 125 800 200 142 615 243
Monthly household
40752 42359 34322 44699 40188 36039 42501 39079
expenditure
Electricity 2896 2906 2857 2675 2928 2880 3008 2622
Maintenance 4078 4479 2472 5080 ã 3935 3987 4296 3579
Communication 2819 2983 2164 2727 2832 2177 3013 2702
Food & Beverages 9198 8669 11311 7864 9388 ã 7493 8547 11840
Leisure & Entertainment 2939 2997 2706 2858 2950 3042 2963 2818
Travel (Fuel, ticket etc) 4260 4604 2887 5444 4091 4410 ã 4340 3970
Medical care 3956 4362 2330 4905 3820 3088 4004 4342 ã
Rents 4769 5933 113 10072 ã 4011 4796 5740 2296
Salaries to domestic help 5838 5426 7484 3074 6233 ã 4166 6590 4910

75   Source:  AZ  Research  Primary  survey   www.azresearch.in


 
Higher ownership of Smartphones, PC/
laptops amongst older seniors

iPad penetration higher amongst younger seniors

Also, non metro penetration of Smartphones and laptops is higher than


metro, in the sub-segment of high net worth seniors

Non
Value in % Overall Male Female Metro 51-55 y 56-60 y 61-65 y
Metro
Base 1000 875 125 800 200 142 615 243
Landline wired phone 81 84 72 93 ã 80 91ã 78 85
Landline cordless phone/ Fixed
26 29 13 20 27 13 26 32 ã
wireless phone
Simple Mobile phone (only SMS
82 83 76 91 ã 80 89 81 78
and Calls)
Smartphone (Can do more than
67 71 53 46 70 ã 37 69 81 ã
SMS & Calls)
Desktop computer with internet
75 80 58 77 75 66 77 ã 77 ã
connection
Laptop with internet connection 42 49 17 32 44 ã 34 44 ã 44 ã
iPad with internet connection 5 5 8 7 5 11 ã 4 4

76   Source:  AZ  Research  Primary  survey   www.azresearch.in


 
More older seniors shop frequently as
compared to younger seniors

Equal proportion of seniors shop over phone as well as go out for shopping

Non
Overall Male Female Metro 51-55 y 56-60 y 61-65 y
Metro
Base 1000 875 125 800 200 142 615 243
% Go Out & Shop more than
68 63 77 45 70 60 63 80
once a week – Current
% Used to shop more than
41 45 28 30 44 27 41 50
once a week – Past
% Shop over phone more than
67 65 78 45 71 60 64 82
once a week – Current
% Used to shop more than
35 40 12 16 37 23 31 46
once a week – Past

77   www.azresearch.in
Most shopping happens at departmental
stores followed by kirana as well as malls

Seniors are more into organized formats or kiranas located conveniently –


fewer seniors visit high streets or shopping arcades

Non
% Regularly shop All Male Female Metro 51-55 y 56-60 y 61-65 y
Metro
Base 1000 875 125 800 200 142 615 243
Departmental stores 91 89 98 85 92 90 90 94
Kirana stores 78 79 76 77 78 82 76 82
Shopping malls 70 71 65 73 69 66 71 67
Shops located on high
67 65 75 68 66 69 70 56
streets in market areas
Supermarkets 51 49 60 50 51 58 49 52
Shopping arcades 37 45 6 54 35 32 41 30
Online shopping 11 13 3 11 11 11 12 8

78   www.azresearch.in
Younger seniors are lesser satisfied with shopping
& leisure avenues vis-à-vis older seniors

Seniors are overall more satisfied with current shopping & leisure
avenues compared to 5 years back

% Satisfaction with current shopping and leisure avenues  


Non
Top two boxes scores All Male Female Metro 51-55 y 56-60 y 61-65 y
Metro
Base 1000 875 125 800 200 142 615 243
Shopping behavior
Current 57 56 64 63 56 48 57 64
Past 35 31 51 44 33 32 37 32
Avenues for Leisure
Current 54 54 54 60 53 45 53 61
Past 32 28 49 52 29 33 36 22

79   www.azresearch.in
Older seniors eat out more frequently
than younger seniors
1/3rd seniors eat out or order food from out at least once a week –
over time, number of seniors who eat out has increased
In both metros and non-metros, equal proportions of seniors eat out

Eating out

Non
All figs in % All Male Female Metro 51-55 y 56-60 y 61-65 y
Metro
Base 1000 875 125 800 200 142 615 243
Eat out at least once a
week
Current 34 38 15 31 33 27 34 37
Past 27 27 24 26 26 21 27 30
Order food from
outside at least once a
week
Current 34 38 15 31 33 27 34 37
Past 35 39 15 28 37 23 37 40

80   www.azresearch.in
Older seniors travel more frequently for
shopping & leisure than younger seniors

Travel behaviour trends

Value in % All Male Female Metro Non Metro 51-55 y 56-60 y 61-65 y
Base 1000 875 125 800 200 142 615 243
Travel at least once a week
for work like bill payment – 15 16 16 21 ã 15 17 17 11
Current
Used to travel at least once
a week for work like bill 21 22 17 26 ã 21 22 21 20
payment – Past

Travel at least once a week


for household shopping 49 45 63 ã 28 51 38 44 64
like groceries – Current
Used to travel at least once
a week for household 52 47 78 ã 32 56 57 50 59
shopping – Past

Travel at least once a week


28 34 4 34 ã 27 14 27 36
for leisure – Current
Used to travel at least once
39 45 13 25 ã 41 24 37 53
a week for leisure – Past

81   www.azresearch.in
38% seniors travel out of town bi-annually

Base  All  
Value  in  %  

Baseà 1000 875 125 200 800 142 615 243

100% 5
16 12 5 16 13 19
22
30
80% 16 17 15
16 12
40 22
60% 15
34
38 39 37
28 45
40% 24 43
23
20% 17 17 16
18 21 6
13 14 16 15 9
10 12
0% 2 2 5 1 2 7
All Metro Non Metro Female Male 51 - 55 Yrs 56 - 60 Yrs 61 - 65 Yrs
Once a week Once in 2 - 3 weeks Once in a month
Once in 2 - 3 months Twice or thrice a year Once a year
Less often than once a year

82   www.azresearch.in
Seniors have segmented needs in terms
of their lifestyle post retirement

Three segments of seniors with different lifestyle needs subsist …

Base  All   Segment shares Seek


Value  in  %   relaxation
(retire from
activity)
5%
Seek to
Seek sustain
achievemen past
t (new lifestyle
activities, 48%
improved
lifestyle)
47%

83   Source:  AZ  Research  Primary  survey   www.azresearch.in


 
Seniors in metro seek to sustain current lifestyle
while seniors in non metro want to improve

Base  All  
Value  in  %  

Baseà 1000 875 125 200 800 142 615 243

100% 5 5 6 5 5 6
9 9
80%
36 47 41
48 51
60 54 66
60%

40%
55 48 54
20% 47 44
34 37
29
0%
All Metro Non Metro Female Male 51 - 55 Yrs 56 - 60 Yrs 61 - 65 Yrs
Want to retire from previous lifestyle
Want to sustain past lifestyle without compromises
Want to improve my lifestyle -make it even better

84   www.azresearch.in
Lifestyle needs are different across different
senior segments …
A more literate, financially stable senior segment has resulted in very
different lifestyle needs compared to before:

Low stimulation need – Moderate stimulation Strong stimulation need


Seek relaxation need – Seek ‘fun’ – Seek achievement

Spend time with


Affiliation (Social connect) Self actualization
loved ones

Novelty and
Want to lead a Pursue various hobbies & freedom – “Do
peaceful life interests things I’ve never
done in life

Want to relax & retire Want to sustain past lifestyle Want to improve lifestyle –
from past lifestyle without compromises make even better

85   Source:  AZ  Research  Primary  survey   www.azresearch.in


 
More than 80% seniors seek to sustain lifestyle
or improve it … they do not wish to “retire”

More than 75% seniors in each segment seek below


lifestyle enhancers

Low stimulation Moderate High stimulation


need stimulation need need

  Connectivity: Physical, Phone,  24/7 Connectivity: Driver


  Calm natural environs
Internet connectivity service, Phone, Internet
  Sense of bonding with loved connectivity
ones/ family   Leisure & entertainment:
Eateries, Recreation, Travel  New forms of social
  Non medical Care givers: To connect: New sports &
aid in bathing, dressing,   Social activities: Gyms, Parks,
games, Common interest
reminders and other daily Club memberships, Health club
groups, Live entertainment
activities   Complete freedom from day to (concerts, theatres) etc
  Complete freedom from day day stress of chores
 High-tech high-end life:
to day stress of chores   Being with ‘like-minded’ social Electronic gadgets,
strata Luxurious rooms, Spa,
Massage parlours etc

17% seek a retired 43% want NO changes 40% seek a new


peaceful lifestyle – in their lifestyle – they improved life … life they
hassle free life want to sustain as is could not have before

86   Source:  AZ  Research  Primary  survey   www.azresearch.in


 
Most seniors seek betterment of their
financial status and social life
On all spheres like career, home conveniences, leisure, partying, clubbing,
sports & games, exercise, shopping etc seniors seeks to sustain status quo
Base  All  
Value  in  %  
85% seniors desire to live in a multi-cultural society
100%
90% 16 21 12 14 18 19 14 15 17 18 15 11 14 14 16 15 16
26 24 23
80%
70% 33
60% 58 50 48 48 40 53 57 51 47
44 43 44 60 60 53 56 56 53
50% 48
40%
30% 51
20% 35 33 36 37 35 42 32 33 36 39
31 28 30 26 23 28 28 29 31
10%
0%

Clubbing for hobbies


Financial status

Spending time with

Partying and get-togethers

Outdoor sports
Career/ Business

Gym/ Exercise

Socializing with friends

Shopping of electronics

Attending public meets

Living in a multi-cultural
Indoor games

Regular shopping for

Luxury goods shopping


Conveniences at home

Out of home leisure

Attending high-profile

Be part of welfare
Spending time with family
In-home entertainment

extended family

associations
public events
household
members

society
Want to improve Sustain as-is Bring down

87   www.azresearch.in
Younger seniors want a new career while older
seniors want to take up new hobbies

Interest in taking up new hobbies/ careers

Non
Top two boxes scores All Male Female Metro 51-55 y 56-60 y 61-65 y
Metro
Base 1000 875 125 800 200 142 615 243
Interested in pursuing
a new hobby
Current 24 22 29 18 25 22 21 33
Past 15 13 29 14 16 15 15 17
Interested in pursuing
a new career
Current 13 17 1 40 10 20 16 4
Past 15 20 1 42 12 21 19 5

88   www.azresearch.in
Seniors seek more leisure time & activity –
particularly with health orientation
Types of hobbies/ interests that seniors desire to pursue

Non
Top two boxes scores All Male Female Metro 51-55 y 56-60 y 61-65 y
Metro
Base 1000 875 125 800 200 142 615 243
Anything for time pass 38 39 26 47 9 14 33 57
New exercise/gym 3 4 0 3 3 0 5 2
Meditation 3 3 0 3 3 0 4 2
New sports 2 2 9 3 0 0 4 1
New games 2 1 9 3 0 0 4 0
Reading books 2 2 0 2 1 0 2 1
Travelling 2 2 0 2 0 8 1 0
Shopping 1 1 0 1 3 0 0 4
Visiting holy places 1 1 0 1 0 0 2 0
Social work/ Charity 1 1 0 0 1 0 0 2
Swimming 1 1 0 1 0 5 0 0
Art designing 1 1 0 1 0 0 1 0
New business 1 1 0 1 0 0 1 0
Gardening 0 0 0 0 1 0 0 1

89   www.azresearch.in
Security, sanitation, car service, shops & medical
facility are all basic for high stimulation need
segment
Seniors with high stimulation need consider the following most
important in a living space
All figs in percentages Line is Mean Importance
Score on 5-point scale
Extremely important Crucial without which I will never buy a flat / house Rating

100 5
90 4.5 4.5 4.4 4.4 4.4 4.5 4.5 4.4 4.4
4.2 4.3 4.2 4.3 4.2
80 4.1
3.9 4
70 34 35
48 46 36
60 60 58 50 51 49 44 36 33 16 3
59 55
50
40 2
30
51 49 47 52
20 38 40 37 42 44 1
30 29 35 29 33 34
10 26
0 0

Good location
Driver service

Construction quality

Greenery / Open walking

Interior design

Brand image
Shops on site

Club house
Car rental service with

Social environment

Attached out door area


exclusivity of project
Security

Medical facility
Good sanitation facility

Good layout & Design of

Premiumness/
driver
House

area
92   Source:  AZ  Research  Primary  survey   www.azresearch.in
 
Seniors need access to restaurants, hospitals,
banks & financial institutions, and require
housekeeping support

What they desire from a living space

All figures are mean scores on 1 to 5 Likert scale of importance

Moderate Low High


5
4.9
4.8
4.7 4.7 4.7 4.7
4.6 4.6 4.6 4.6 4.6 4.6 4.6
4.5 4.5 4.5 4.5 4.5 4.5 4.5
4.4 4.4 4.4 4.4 4.4 4.4
4.3 4.3 4.3 4.3
4.2 4.2 4.2
4.1 4.1
4 4 4
3.9 3.9
3.8 3.8 3.8
3.5 3.5

3
Housekeeping

Club house
Air-conditioned

Laundry services

ATM on the campus

Bar

Restaurant

Mini lounges

Bank

Financial / tax

Guest houses
emergency response
Centralized hot water

Cinema

Beauty parlour
Healthcare facility

planning
services
corridors

hospitals for
Proximity to

93   Source:  AZ  Research  Primary  survey   www.azresearch.in


 
In Summ ….

  Affluent seniors are evolving in their needs & wants


  Value of salaries drawn last by seniors has grown by ~ 20% over the last 20 yrs
  3 distinct segments of seniors defined by their stimulation need:
  5% have Low stimulation need à Want to retire in life
  48% have Moderate stimulation need à Want leisure, fun & want to sustain past
lifestyle
  47% have High stimulation need à Want a better lifestyle
  More than 80% seniors seek to sustain lifestyle or improve it … they do not wish to
“retire”
  Security, medical facility & natural environs are basic for low stimulation need segment
  Security, sanitation, and medical facility are all basic for moderate stimulation need
segment
  Security, sanitation, car service, shops & medical facility are all basic for high stimulation
need segment
  Seniors need access to restaurants, hospitals, banks & FIs, and housekeeping support

  Thus, there is a well-developed need for assisted senior living in India, wherein
seniors seek access to restaurants, hospitals, banks & FIs, and housekeeping
support

96   Source:  Jones  Lang  LaSalle    Educa;on,  Healthcare  and  Senior  Living   www.azresearch.in
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